NEW YORK, April 17, 2012 /PRNewswire/ — Tablet devices have emerged as the leading second-screen alternative to television for viewing full-length episodes, according to “Tapping Into Tabletomics,” a new study released today by Viacom (NASDAQ: VIA, VIAB). The new research examines consumer behavior and emotions around the tablet user-experience, with a focus on tablets as TV and the dual-screen experience.
Drawing on a national online survey of more than 2,500 people ages 8-54 as well as qualitative, in-depth interviews with dedicated tablet users in New York and Los Angeles, “Tapping into Tabletomics” found that, in just a few years, tablets have risen to second-screen prominence for full-length TV (FLTV) show viewing, ahead of computers. Out of total time spent watching FLTV shows, 15% of viewing occurs on tablets.
Since tablets came into play, FLTV show viewing on desktops and smartphones has declined the most. Top genres viewed on tablets – comedy and music – align more with computers than the TV. Reality is the top genre viewed on television, followed by drama, science fiction and sports.
MSO app users, Netflixers, Apple TV owners, AirPlay users and Whispersync users are very aggressive tablet users. These services lead to significantly higher levels of FLTV show watching on tablets.
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